Setting the Scene

Launch the all-new NX, RC and RC F to the Lexus retail and field teams.

The Apex Answer

Apex delivered an unforgettable training initiative: Lexus Running of The Bulls. Inspired by the muscular styling and aggressive performance of the new vehicles, it combined the excitement of the annual festival in Pamplona with the energy and attitude of racetrack driving.

An epic bullfight between the Lexus RC F and our brave host.


98% of attendees gave the event 5/5 stars in addition to virtually unanimous 5-star praise for every learning activity and educational resource. Attendance exceeded 97% and sales associates were prepared to share the experience with their clients.